Equipment Investments for Increased Customer Engagement
I was recently featured in an article for the Grocery Headquarters 2016 Equipment, Design and Operations Handbook. Below are some highlights around in-store equipment investments.
We know that the demands of today’s consumers are increasing while their time is decreasing. Food retailers are addressing this trend by focusing their efforts on fresh, specialty and convenient offerings – which has prompted a need to think about the impact on store-level equipment.
In this Grocery Headquarters article, the editor discusses the criticality of the “fourth wall of retailing” – a term coined by the theater industry about the separation between the audience and stage. Grocers are aiming to break down the wall with consumers by focusing on their senses. They want to create “a more interactive, community-centric shopping experience.”
More supermarket consumer engagement is happening in perimeter departments, especially where fresh foods are on display. Safe, efficient equipment is needed and downtime is not an option.
We’ve seen that when retailers use a “cost-focused” mindset to procure equipment at lower prices, it may not last. Grocers should use a lifecycle approach in reviewing equipment to retain its value and achieve better operating levels. With attention on maintenance and upkeep, equipment performance will be extended and staff training costs can be reduced.
To read more about how grocers are investing in equipment and lighting to better engage with shoppers, read the full article here (subscription required).
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Director, New Solutions Development & Enterprise Product Management
Emerson Climate Technologies